Radio One's fruity appeal

The radio station has started a new initiative called 'Aam Aadmi ke liyeh Aam' to promote its latest show, Good Morning Mumbai, by distributing 1,000 mangoes per day.

With the advent of the summer season, Radio One has started a new initiative called 'Aam Aadmi ke liyeh Aam' to promote its latest show, Good Morning Mumbai, by distributing 1,000 mangoes per day.

Targetting working professionals and office goers, this initiative started on April 25 and will continue till May 6. Through this initiative, Radio One is urging listeners to tune in to the morning show and answer some questions. People giving correct answers stand to win a month's supply of mangoes.

As a part of the initiative, mangoes are being distributed by the Mumbai dabbawallas. Tags and stickers on the tiffin boxes, and the boxes containing mangoes promote the programme.

Speaking about the activity, Kiran D'Cruz, station director, Mumbai and associate vice-president, sales, West, Radio One, says, "We have selected the highly populated B2B areas and the areas where most of the offices are located because the new programme from the Radio One stable is aimed at professionals."

Talking about the aim of the activity, D'Cruz adds, "This is a direct marketing initiative where we are reaching our target audience directly in an effective way. The whole idea is to promote our latest show, Good Morning Mumbai, with our new radio jockeys -- Jay and Yamini. I feel this is one method through which we can connect to every 'aam aadmi' who goes to work. Even the timing of the show (6-11am) is such that it reaches people going to office. "

Radio One will declare one winner every day, who will get a month's supply of mangoes, thus declaring a total of 10 winners and giving away 300 mangoes through the duration of the initiative.

Each dabbawalla is given an insertion cost, which goes to their charitable trust. Besides, they are also given some mangoes every day. "Mango being such an expensive fruit, getting free mangoes is like an incentive for the dabbawallas," adds D'Cruz.

Speaking about the number of people engaged to carry out the activity, D'Cruz says, "Actually, it varies area wise. Areas like Andheri, Churchgate and Lower Parel are big, hence, approximately 250 dabbawalas are there in these areas; there are about 100 dabbawalas each in the other places."

"The spends involved in the activity is not at all high. It's very minimal," says D'Cruz.